Branded Campaigns Are Stupid - Article about the sense and nonsense of branded campaigns for SMEs (MKB) | House of Brands Media - At House of Brands Media, we’re not your typical marketers. We’re marketing nerds with social skills—straight-talking, hoodie-wearing, strategy-building pros who don’t shy away from telling it like it is. We craft real, actionable growth for forward-thinking SMEs ready to shape the future. No fluff, no nonsense, just results.
20 Jan
Google Ads, Ad Strategy, Search Campaigns, Uncategorized

Branded Campaigns Are Stupid

Branded Campaigns Are Stupid.

At least, that’s what I hear from many of my clients. “Why would we spend money bidding on people who already know us by name?” they argue. On the surface, it sounds logical. If someone searches for your brand, they’re already interested, right? Why not just let your organic search results do the job and save the ad spend for finding new customers?

But is this actually true? Is skipping branded campaigns a savvy money-saving move, or are you leaving your business exposed to competitors and missed opportunities?

Let’s break down the myths, the risks, and why branded campaigns might just be the secret weapon you didn’t know you needed.

1. Protect Your Brand From Competitors

Competitors often bid on other brands’ names to divert potential customers. If you don’t run branded campaigns, their ads could show up above your organic results, stealing clicks from your business.

Example:

A customer searches for “Your Brand,” and the first thing they see is a competitor offering a similar product at a discounted price. You lose that customer because you weren’t visible enough.

2. Own the Top Spot

While your organic listing may rank high, paid search ads take up prime real estate at the top of the page. A branded campaign ensures you dominate that top spot with a compelling ad that grabs attention. This keeps competitors and distractions below you.

3. Control Your Messaging

Branded campaigns let you customize what people see when they search for your name. You can highlight:

  • Current promotions.
  • New product launches.
  • Unique selling points (USPs).

This is much harder to do with organic results alone, where meta descriptions and page titles have limitations.

4. Boost Click-Through Rates (CTR)

Branded campaigns typically have a very low cost per click (CPC) and high CTR because they’re highly relevant. By owning that space, you’re driving more clicks, leading to better engagement and possibly even improving the performance of your organic listings over time.

5. Gather Data for Retargeting

When users click on your branded ads, you can track their behavior and use that data for remarketing campaigns. This means even if they don’t convert immediately, you can stay in front of them later with retargeting ads.

6. Increase Conversions

Branded campaigns typically have higher conversion rates because these users are already familiar with your business and are closer to making a purchase. With the right ad copy and landing page, you can nudge them to convert faster.

7. Complement Organic Results

Even if your organic ranking is strong, branded ads and organic results work together to reinforce trust. Seeing your name appear multiple times on the search results page (both in ads and organically) strengthens your brand authority.

8. They’re Affordable

Branded campaigns have a much lower CPC compared to non-branded campaigns. You’re essentially paying a small fee to ensure your brand is front and center, which is a no-brainer when the stakes involve lost customers.

The Risk of Skipping Branded Campaigns and When to Run Them

If you don’t bid on your brand, competitors will likely step in and fill the gap. This means customers actively searching for your business could be distracted by competitor ads offering discounts or alternatives. Even worse, your organic listing might not always appear prominently—especially in competitive markets or if your business is relatively new.

Branded campaigns ensure you control the conversation and keep your customers’ attention focused on you, not your rivals. They’re a must in situations like:

  • Competitive Markets: If your industry is crowded, competitors will almost certainly bid on your brand name to siphon off traffic.
  • Generic or Similar Brand Names: If your brand name is commonly used or resembles other businesses, branded campaigns prevent confusion and guide customers to the right place.
  • Promotions and Events: Branded campaigns let you highlight sales, launches, or special offers that organic listings can’t fully showcase.
  • Newer Businesses: Without established authority, organic search rankings may not be strong enough to secure visibility, making branded ads essential to staying top-of-mind.

Skipping branded campaigns is risky—it can cost you both traffic and conversions. By running them strategically, you ensure your brand remains in the spotlight and customers aren’t tempted to click elsewhere.

How to Hack Your Competitor’s Brand Name

If your competitor isn’t running branded campaigns, it’s an opportunity for you to capture their traffic. By bidding on their brand terms, you can target users who are already searching for similar products or services, and direct them to your site with compelling offers. 

The key is to stay ethical—don’t mislead customers or directly copy their brand—but instead, highlight your unique selling points.

By setting up competitor-specific campaigns, creating targeted landing pages, and using remarketing, you can effectively steal their traffic and convert it into sales. But remember, it’s important to stay compliant with Google’s policies and monitor performance regularly.

For a deeper dive into how to leverage this strategy, read the full article here.

Burger King vs. McDonald’s

Burger King has a history of leveraging its rivalry with McDonald’s through creative online campaigns. For instance, the ‘Whopper Detour’ campaign utilized geolocation technology to offer customers a Whopper for one cent if they were near a McDonald’s, redirecting them to the nearest Burger King. Full Article Geospatial World

Image Credit: FoodTribe

Additionally, Burger King has engaged in social media banter, often poking fun at McDonald’s menu items and promotions to generate buzz and engage audiences. 

Conclusion

Branded campaigns are not just about defending your space—they’re about leveraging your brand’s momentum to drive even more results. For a relatively low cost, you get to protect your turf, outshine competitors, and ensure your audience lands on the right page every single time.

So, are branded campaigns truly a waste of money? Not at all. They’re not just about protecting your brand—they’re about actively leveraging your brand’s momentum to drive results.

Sure, people searching for your brand already know you, but that doesn’t guarantee they’ll choose you. Branded campaigns ensure you own the conversation, guide customers to the right page, and convert their interest into action—all while keeping competitors at bay.

Next time you wonder if branded campaigns are worth it, remember this: can you afford to let someone else control your name in search results? Investing in branded campaigns isn’t just smart—it’s essential for any business serious about protecting its turf and growing in a competitive landscape.

Still on the fence about branded campaigns? Let’s chat, and we’ll show you how they can supercharge your results while protecting your brand in a competitive market.

SOURCES

Burger King vs. McDonald’s: Whopper Detour Campaign
Geospatial World. (n.d.). How Burger King stole customers from McDonald’s using creative geo-targeting. Retrieved from https://geospatialworld.net/prime/case-study/location-and-business-intelligence/how-burger-king-stole-customers-from-mcdonalds-using-creative-geo-targeting

DoorDash vs. Uber Eats
Portent. (n.d.). Should you bid on competitors’ branded terms? Retrieved from https://www.portent.com/blog/ppc/bid-on-competitors-branded-terms.htm

Temu and Shein’s Black Friday Strategy
Reuters. (2024, November 27). Black Friday online marketing costs jump amid bidding war with Temu, Shein. Retrieved from https://www.reuters.com/business/retail-consumer/black-friday-online-marketing-costs-jump-bidding-war-with-temu-shein-2024-11-27/

PepsiCo vs. Coca-Cola
Direct Online Marketing. (n.d.). Responding to competitors targeting your brand name. Retrieved from https://www.directom.com/responding-to-competitors-targeting-brand-name/

Burger King vs. McDonald’s: Creative Campaign Insights
Finn Partners. (n.d.). McDonald’s vs. Burger King: 5 marketing lessons from the brand battle. Retrieved from https://www.finnpartners.com/uk/news-insights/mcdonalds-vs-burger-king/

12 Sep
Uncategorized, Display Advertising, Social Media, Video Advertising

Lisbon’s Boutique Hotel & Airbnb Market: Why Visuals Are Key in an Increasingly Competitive Market

Introduction: Competing in Lisbon’s Hospitality Market

Portugal’s hospitality industry is experiencing a remarkable post-COVID rebound, with tourism in 2023 surpassing previous records. Lisbon, a hub for boutique hotels and Airbnbs, has seen significant growth, driven by its cultural richness and natural beauty. The market is booming, but with more rooms in development and international interest surging, competition is becoming fierce. As travelers’ expectations rise, visuals—stunning videos, aerial shots, and professional photography—are more crucial than ever for attracting guests and driving bookings in this competitive landscape.

Short-Term Stays: Sell the Experience

For short-term guests, it’s all about capturing the experience. Video ads and vibrant photography showcasing Lisbon’s charm, nearby attractions, and your unique amenities can turn a casual browser into a booked guest. Think of stunning aerial shots of your location and enticing food photography from your on-site restaurant—these visuals can transport potential guests right into your space.

Lisbon’s Boutique Hotel & Airbnb Market: Why Visuals Are Key in an Increasingly Competitive Market House Of Brands Media

Key Points:

  • Video tours highlighting cozy rooms, bustling cafes, and local hotspots.
  • Food photography that tantalizes potential guests looking for culinary experiences.
  • Aerial videography showcasing your property’s prime location, whether it’s a rooftop terrace or proximity to the beach.

Long-Term Stays: Build Trust and Comfort

For longer-term guests—like remote workers or digital nomads—comfort, functionality, and trust become top priorities. Interior photography that highlights spacious rooms, natural light, and comfortable workspaces can make all the difference. Video content featuring guest testimonials, detailed virtual tours, and a focus on amenities like Wi-Fi speed and kitchen facilities will resonate with those staying longer.

Key Points:

  • Interior photography focusing on work-friendly spaces, privacy, and comfort.
  • Testimonial videos to build trust and showcase what past long-term guests loved about their stay.
  • Virtual tours to let potential guests explore every corner of your property from the comfort of their couch.

Understanding the Growing Market for Boutique Hotels and Airbnbs in Lisbon

As the hotel industry in Portugal continues to evolve, the Lisbon region is at the forefront of this transformation. The rapid expansion in room supply, particularly in boutique hotels and Airbnbs, reflects a dynamic shift in the market. For businesses in this space, understanding these trends is crucial for making strategic decisions about content production and marketing.

1. The Surge in Room Supply

Portugal is gearing up for a significant increase in hotel room supply, with a projected 11,245 new rooms across seven regions. The bulk of this growth is concentrated in three key areas: Lisbon, Norte, and Algarve. Lisbon alone is set to experience a dramatic expansion, with 4,635 new rooms expected to be added. This represents a 14.8% increase from the 2023 stock, signaling a robust and competitive market.

This influx is not just about numbers; it reflects a strategic push to meet rising demand and cater to a diverse range of travelers. For boutique hotels and Airbnbs, this growth presents both an opportunity and a challenge. The opportunity lies in standing out amidst the expanding options, while the challenge is to differentiate themselves and attract discerning guests.

2. The Branded vs. Independent Segment

Of the new rooms in the pipeline, a notable 73% will be branded, with major hotel chains like Accor and Meliá leading the charge. Accor is set to add 9.2% of these new rooms, while Meliá will contribute 8.0%. This trend underscores a growing preference for well-established brands among travelers, who often seek the assurance of quality and consistency that branded hotels provide.

However, this also highlights a unique opportunity for boutique hotels and Airbnbs to capitalize on their distinctiveness. Unlike large chains, boutique properties offer personalized experiences and local charm that can be compelling selling points. Crafting content that showcases these unique attributes can help these businesses stand out in a crowded market.

3. Upscale and Luxury Trends

Over a third of the new supply will fall into the Upscale category, with a significant concentration in the Lisbon Region. However, only 5% of the new supply will be in the luxury segment. This distribution indicates a shift towards more affordable yet high-quality accommodations, which can be a sweet spot for boutique hotels and Airbnbs aiming to offer a luxurious experience without the steep price tag of high-end luxury hotels.

Boutique hotels and Airbnbs in the upscale segment have the advantage of appealing to a broad range of travelers seeking both comfort and value. For these businesses, focusing content on delivering a high-end experience at a more accessible price can be a powerful way to attract guests.

4. The Lisbon Hotel Market Structure

Lisbon stands out as the largest hotel room provider in Portugal, accounting for 27.5% of the total room supply in the country. Despite a 10.8% increase in hotel room stock, the region’s supply mix has remained relatively stable. The 3-star segment holds a 23% share, while the 4-star category dominates with a 46% share of rooms. This indicates that Lisbon’s market is skewed towards mid-range accommodations, with the majority of rooms concentrated in the city itself.

Lisbon’s Boutique Hotel & Airbnb Market: Why Visuals Are Key in an Increasingly Competitive Market House Of Brands Media

Given that Lisbon will see the most significant growth in room supply, it is essential for boutique hotels and Airbnbs to understand this competitive landscape. With approximately 4,600 new rooms in the pipeline, focusing on creating compelling content that highlights unique features, local experiences, and exceptional service will be key to capturing the attention of potential guests.

5. Implications for Content Production

In this evolving market, content production becomes a strategic tool for boutique hotels and Airbnbs. High-quality visuals and engaging storytelling can set a property apart from the competition. For instance:

  • Highlight Unique Features: Showcase what makes your property unique, whether it’s a stylish design, personalized service, or special amenities.
  • Local Experiences: Emphasize the local culture, attractions, and experiences that guests can enjoy when staying at your property.
  • Quality Imagery: Invest in professional photography and videography to capture the essence of your property. High-quality images and videos can make a significant impact on potential guests.

As Lisbon continues to grow as a key destination in Portugal, boutique hotels and Airbnbs have the opportunity to carve out a niche in this competitive market. By understanding the trends and leveraging effective content production strategies, these businesses can attract and engage travelers looking for a memorable stay in this vibrant city.

Capturing Attention and Driving Bookings with Strategic Video Content

Building on the insights into Lisbon’s growing hospitality market, it’s clear that staying competitive requires innovative marketing strategies. As boutique hotels and Airbnbs navigate this vibrant market, leveraging video marketing has become increasingly crucial. The power of video lies not just in its ability to attract attention, but in its effectiveness at driving bookings and engagement.

Properties with video content are proven to experience up to 157% more organic traffic and a significant boost in bookings, with 64% of potential guests more likely to make a reservation after watching a video of the property. This compelling evidence highlights how video can be a game-changer in the hospitality industry, especially in a market as dynamic as Lisbon’s.

In this chapter, we’ll explore how to harness the power of video marketing to align with current trends and elevate your property’s presence. From addressing rising costs to leveraging data-driven insights, discover how strategic video content can enhance your marketing efforts and help your boutique hotel or Airbnb stand out in Lisbon’s competitive landscape.

Why Video Works:

  • Increased Visibility: Video content boosts organic traffic significantly. By showcasing your property through engaging visuals, you attract more attention from search engines and social media platforms, drawing potential guests to your site.
  • Higher Booking Rates: Videos allow potential guests to experience your property in a dynamic way. This immersive approach enhances their connection with your space, leading to higher conversion rates. Guests are more likely to book after they’ve seen a compelling video presentation of what you have to offer.

Leveraging Video Marketing Through Current Trends

To maximize the impact of video marketing, it’s essential to align your content with current industry trends. Here’s how video can enhance your marketing efforts based on the latest trends:

  1. Rising Costs and Budget Constraints
    • Video Marketing Implication: As event costs rise, emphasize the value your property offers through video. Create content that highlights affordable yet exceptional experiences, showcasing how your property delivers great value without compromising quality.
  2. Heavy Workloads for Marketing Managers
    • Video Marketing Implication: Develop versatile video assets that can be used across multiple campaigns and platforms. A single well-crafted video can be repurposed into shorter clips for social media, email marketing, and your website, easing the workload on your marketing team.
  3. Automated Sales Technology
    • Video Marketing Implication: Highlight your property’s online booking capabilities through video. Demonstrate the ease and convenience of booking spaces online, and how automation simplifies the process, making it more appealing to planners and guests.
  4. Experiential and Immersive Content
    • Video Marketing Implication: Travelers are increasingly using social media for trip research. Creating immersive video content, such as virtual tours or 360-degree videos, can give potential guests a detailed view of your property, its amenities, and the surrounding area. This type of content helps to provide a more engaging and realistic preview of what guests can expect, enhancing their booking confidence.
  5. Data-Driven Marketing Campaigns
    • Video Marketing Implication: Use data insights to shape your video content strategy. Analyze which types of videos resonate most with your audience and tailor your content to these preferences—track metrics to refine your video marketing approach for better results continuously.
  6. Customer-Journey-Focused Campaigns
    • Video Marketing Implication: Create videos that map the customer journey, from booking to checkout. Showcase personalized experiences and amenities to cater to the increasing demand for customized stays, making your property more appealing to potential guests.
  7. Growth of Short-Form Video Content
    • Video Marketing Implication: Invest in short-form videos that quickly capture attention and drive traffic. These videos are ideal for social media and other digital platforms, offering a high return on investment and engaging viewers with concise, impactful content.

Additional Tips for Effective Video Marketing:

  • Showcase Unique Features: Create videos that highlight what sets your boutique hotel or Airbnb apart. Whether it’s a unique amenity or exceptional service, let potential guests see these features in action.
  • Visualize the Experience: Use video to immerse viewers in the experience of staying at your property. This helps potential guests envision their stay and increases the likelihood of booking.
  • Highlight Local Attractions: Integrate footage of nearby attractions and activities to provide a comprehensive view of what guests can enjoy during their visit. This adds value to your property by showing its connection to the local area.
  • Engage on Social Media: Leverage short-form videos on platforms like TikTok and Instagram to engage with a broader audience. Highlight your property’s charm and local experiences to attract potential guests.

By integrating video marketing into your strategy and aligning it with current trends, boutique hotels and Airbnbs in Lisbon can significantly enhance their visibility, engage potential guests more effectively, and ultimately drive more bookings. Embrace video as a powerful tool to showcase your property’s unique offerings and connect with your audience on a deeper level.

Boosting Local SEO with Video Marketing

Video content doesn’t just captivate your audience—it can also boost your local SEO, making it easier for potential guests to find your boutique hotel, especially when done correctly. Incorporating video content showcasing your hotel’s unique features—like its architecture, amenities, and location—can help you stand out in local search results. For instance, creating a video tour of your property, highlighting nearby landmarks such as Poço Iniciático (the Initiation Well) at Quinta da Regaleira, can appeal to travelers searching for accommodations in the Sintra area.

When optimized with the right keywords and properly indexed by search engines, these videos can drive more traffic to your website. This not only improves visibility but also enhances your credibility with potential guests who are looking for the perfect stay near iconic attractions. Additionally, adding engaging video content helps improve user experience and can encourage longer website visits, which Google rewards with higher rankings.

To learn more about how to improve your local SEO strategies, check out our guide here.

Conclusion: Stand Out with Stunning Visuals

In Lisbon’s competitive boutique hotel and Airbnb market, a strong visual strategy is crucial. From drone footage and food photography to interior and exterior shots, each piece of content plays a vital role in telling your property’s story. Whether attracting short-term adventurers or long-term remote workers, investing in professional video and photography is the key to standing out and staying fully booked.

Sources

Here is the source list formatted in an official citation style:

  1. Global Asset Solutions. (2024). Portugal Hotel Market Outlook 2024. Retrieved from https://globalassetsolutions.com
  2. Statista. (2024). Overnight Stays in Lisbon by Type. Retrieved from https://www.statista.com
  3. Airbtics. (2024). Annual Airbnb Revenue in Lisbon, Portugal. Retrieved from https://airbtics.com/annual-airbnb-revenue-in-lisbon-portugal/
  4. Planapp. (2023). Portugal Hotel Market Report. Retrieved from https://planapp.gov.pt
  5. ReportLinker. (2024). Europe Hotel Market Overview. Retrieved from https://www.reportlinker.com

03 Sep
Uncategorized

How Can I Do Product Feed Optimization for Multiple Marketplaces? – Intro to Channable

Mastering Backend Order Handling & Stock Management

You’re in the driver’s seat when it comes to stock management — whether you’re handling physical inventory or producing on demand. This crucial step directly connects your products to your customers, ensuring a seamless and efficient shopping experience. However, managing stock and order fulfillment comes with its own set of challenges and opportunities. You’ll need to navigate issues like inventory accuracy, timely fulfillment, and customer satisfaction—all while balancing costs and operational efficiency.

Most businesses leverage e-commerce platforms such as Shopify, WooCommerce, Magento, and BigCommerce to streamline their sales processes. These platforms provide a range of tools to help you manage everything from inventory and orders to customer interactions. At House of Brands Media, we specialize in optimizing Shopify and WordPress/WooCommerce setups. Whether you’re looking to fine-tune your inventory management or enhance your order handling, we’ve got the expertise to help you make the most of your chosen platform.

For a deeper dive into how to stay ahead in today’s competitive landscape and keep your brand at the forefront of customers’ minds, check out our article on Mastering the Omni-Present Strategy in 2023: Keeping Your Brand Top of Mind. This guide offers valuable insights into maintaining a strong brand presence across various channels, which is crucial for driving sales and staying competitive.

Advantages and Challenges of Managing Your Own Point of Sale (POS)

ProsCons
No platform fees: Keep 100% of your revenue.Trust-building: Harder to establish trust
Full control over customer data: Leverage insights for personalized marketing.Limited reach: Potentially fewer eyeballs on your products.
Customizable shopping experience: Tailor the customer journey.Maintenance costs: Responsible for all backend systems and updates.

Managing your own (Point of Sale) POS gives you a direct connection to your customers, but with great control comes great responsibility. This is where our strategy kicks in, ensuring you’re not just maintaining but excelling in every aspect.

The Power of Channable Feed and Data Management (Yellow Section)

Now, let’s turn your product feed into a well-oiled sales machine. By importing your product feed into our system, we prep the data for export to various marketplaces.

Understanding Marketplaces

Marketplaces like Amazon, Bol.com, and Google Shopping aren’t just popular—they’re thriving ecosystems where customers are already searching for products. But here’s the catch: these platforms are designed to present a wide range of similar products, making it easy for buyers to compare options. So, while these platforms gather a lot of interested buyers in one place, standing out is key. Success comes down to optimized titles and compelling product images that catch the eye and differentiate your products from the competition.

Here are two examples of Good v.s bad product images (credits: https://www.squareshot.com/post/11-product-photography-mistakes) I highly recommend reading this article as Pylyp gives great examples of good vs bad product photography, which is a key factor in e-Commerce.

Feed-Mapping

Each marketplace has its own set of rules and formats for importing product feeds. Think of it as speaking different languages to different audiences—feed-mapping is your translator. It ensures your products are displayed correctly on every platform, minimizing errors and maximizing your reach.

Rule-Based Feed Improvements

Why settle for just listing products when you can optimize them? With rule-based feed improvements, we can fine-tune your product titles for better visibility, dynamically adjust pricing to stay competitive, and even exclude underperforming products. Plus, we can tailor shipping options to specific marketplaces, giving you a competitive edge while keeping your margins healthy.

Leveraging Organic Placement for Data-Driven Insights

Organic placement does more than just boost visibility—it provides a treasure trove of data on how your products perform compared to similar items. With insights from Channable, you can take this a step further. Channable Insights allows you to import revenue and cost data from various channels within a specified date range. This tool can then calculate key metrics like ROAS (Return-On-Ad-Spend) and CPS (Cost Per Sale) at the product level.

Whether you’re using CPC (Cost Per Click) models with platforms like Google Shopping, Amazon Ads, and Bol Ads, or CPS (Cost Per Sale) models with channels such as Amazon, Beslist, Bol.com, Cdiscount, eBay, fonQ, Fnac, Blokker Connect!, Real, and ToBeDressed, Channable Insights can be a game-changer. For CPC insights, you’ll need integrations with Google Ads, Amazon Ads, or Bol Ads, while CPS insights require an order integration.

By leveraging these insights, we can experiment with different titles, images, and strategies to see what resonates best with buyers. We can also set up advanced rules to group high-performing products and concentrate our advertising efforts where they’ll have the greatest impact. This approach not only helps in reaching buyers effectively but also in continuously optimizing to drive more sales. Check out the graph below to see which data can be retrieved from different platforms and how it can be calculated for both CPC and CPS models.

More On Channable Insights can be found here

Dynamic Advertising: Turning Data into Action

But why stop there? The real magic happens when we turn your marketplace data into actionable insights—a process known as performance-based segmentation. By feeding this data back into Channable, we can identify your top-performing products and give them an extra boost through dynamic advertising, keeping them at the top of search results.

Product Feed Optimization - (https://www.channable.com/products/channable-insights/segmentation)

On the flip side, if a product isn’t performing well, we can tweak it or even exclude it from campaigns altogether. This approach isn’t about spending more; it’s about spending smarter. With real-time data at our fingertips, we make sure every Euro you invest is working harder for you.

To dive deeper into the benefits of performance-based segmentation, check out this article on campaign efficiency by Channable.

Ready to Unlock Your E-Commerce Potential?

This strategy isn’t just about boosting sales—it’s about optimizing every aspect of your business for maximum efficiency and impact. With data-driven insights and algorithmic automation, we’re equipping you to stay ahead of the competition and fully capitalize on every opportunity in today’s e-commerce landscape.

Let’s take the next step together and make your products stand out on every platform. Feel free to reach out, and let’s discuss how we can tailor this strategy to meet your unique needs.

Best regards, Erik Bos House of Brands Media

26 Apr
Uncategorized

Case Study: Construction Company – Maximizing ROI in Sustainable Construction

Overview

Totaalbouw Nonkes, a construction company based in Emmen, specializes in building complete homes and extensions with a focus on sustainability. In March 2024, the construction company launched a targeted digital advertising campaign to increase awareness and initiate potential construction projects through quotation requests. This case study explores the strategies used and the results achieved during this period.

Campaign Objectives

The goal for the construction company Totaalbouw Nonkes was clear: to generate high-quality leads by engaging potential clients interested in sustainable building solutions. The campaign aimed to not only reach a broad audience but to convert this audience into active leads by starting the quotation process.

Execution

The campaign ran from March 1 to March 31, 2024, and achieved impressive metrics that underscore its success:

  • Impressions: 24,000, indicating strong visibility in the target market.
  • Clicks: 707, with an efficient cost per click of €0.23.
  • Conversions: 24, where each conversion represented the initiation of a quotation process, at a cost of €6.85 per conversion.

The focus was on precise targeting through digital platforms, optimizing ad spend to reach individuals likely to be interested in constructing or expanding their homes sustainably.

Meer tijd om huizen te bouwen

HOBM heeft ons geholpen met onze website totaalbouwnonkes.nl De structuur in de blogs en het koppelen van de Google producten voor onze marketing.
Daarnaast onderhouden zij onze Google Ads. Daar heb ik geen verstand van en geen tijd voor.
Ronald Nonkes
Totaalbouw Nonkes Emmen

Costs and Returns

  • Total Ad Spend: The campaign focused on cost-effectiveness, maintaining low costs per click and per conversion, which are critical metrics for assessing the efficiency of advertising spend in the construction industry.

Given the high costs associated with building projects, where extensions rarely cost under €10,000 and a complete house cannot be built for less than €100,000, even one successful quote conversion from the campaign could represent a significant return on investment.

Analysis and Results

The campaign demonstrated a robust return on investment (ROI), as the cost per lead remained remarkably low given the high value of construction contracts. With 24 new potential projects initiated, the likelihood of converting these leads into profitable contracts is high, making this a successful endeavor for Totaalbouw Nonkes.

Conclusion

Totaalbouw Nonkes’ digital advertising campaign stands as a compelling example of how targeted advertising can be effectively used in the construction sector to generate valuable leads. By focusing on sustainable building, the company not only positions itself as a leader in a growing niche but also maximizes the impact of its advertising spend. This case study underlines the importance of a strategic approach to digital marketing in the construction industry, highlighting the potential for significant business growth through well-executed campaigns.

26 Apr
Uncategorized

Case Study: e-Commerce – Effective Conversions through Targeted Ad Campaigns

Overview

Screenshot Google Ads Case Study Webshop - eCommerce

Overview

Summer Gray, an e-commerce platform specializing in unique, hand-drawn wallpaper, conducted a targeted Google Ads campaign in March 2024. This campaign was designed to specifically reach a selected audience, leading to notable conversion performances.

Campaign Objectives

The primary goal for Summer Gray was to enhance online sales by maximizing the number of quality leads and driving conversions through their e-commerce site. The campaign focused on attracting customers interested in premium, unique wallpaper.

Execution

The campaign ran from March 1 to March 31, 2024, achieving the following results:

  • Targeted individuals: 1530, with carefully selected targeting to attract the right customers.
  • Conversions: 166, underscoring the campaign’s effectiveness in attracting engaged and ready-to-purchase visitors.
  • Clicks: The campaign generated a total of 707 clicks with a cost per click of just €0.23.

A great experience

We have a great collaboration with House of Brands where we have already seen the benefits of their expertise.

They have been clear, structured and great communicators throughout our collaboration and it’s good to know that a core part of our company is now in safe hands.

Good job all!
Edward Davies
Owner Summer Gray

Financial Results

  • Total advertising expenditures: €1220, strategically spent to optimize e-commerce performance.
  • Google Ads management costs: €595, an investment in professional campaign management and optimization.
  • Cost per conversion: €7.30, significantly contributing to a high ROI given the average order value of €900 per customer.

Analysis and Results

This Google Ads campaign for e-commerce not only increased visibility and reach for Summer Gray but also realized significant sales growth. The targeted approach resulted in a high conversion rate and strong revenue increase, demonstrating that a well-thought-out digital marketing strategy is essential for e-commerce success.

Conclusion

The case study of Summer Gray illustrates the potential of targeted digital advertising to significantly boost e-commerce sales. Through a combination of strategic targeting, creative ad designs, and effective budget allocation, Summer Gray has proven that investing in Google Ads is a valuable strategy for e-commerce businesses looking to expand their market and strengthen their sales.

12 Apr
Uncategorized

(Re)Web Design your website: Key Strategies for Success

At House of Brands Media, we know that web design is a critical part of your digital presence. Whether you’re revamping an old site or launching a new one, getting the design right is essential. Here’s everything you need to know to make your website not just functional, but phenomenal.

What is Web Design?

Web design isn’t just about making things look pretty—it’s about creating a site that engages and converts. This includes the layout, colors, text, images, and overall functionality. Since the mid-2010s, the focus has shifted significantly to ensure websites perform seamlessly across devices like mobiles and tablets, not just desktops.

Key Elements of Web Design

  • Appearance: This involves choosing the right colors, typography, and images that align with your brand and appeal to your target audience.
  • Layout: It’s crucial to structure information in a way that’s easy to navigate and makes sense to the user, enhancing the user experience.

A stellar web design is clean, intuitive, and aligned with your brand’s identity. It should communicate clearly and minimize user frustration at every turn.

Responsive vs. Adaptive Design

Responsive Design adapts to the size of the viewer’s device through flexible layouts and images. It uses CSS media queries to change styles based on the target device, like displaying a three-column layout on a desktop and a single column on a mobile phone.

Adaptive Design, on the other hand, uses static layouts based on breakpoints which don’t respond once they’re loaded. It detects the device’s capabilities like screen size or network conditions and provides the appropriate layout.

Best Practices for Responsive Design:

  • Mobile-First: Start designing for the smallest screen to ensure your content can scale up.
  • Fluid Grids: Use grids that adapt to screen size, making it easier to maintain layout consistency across devices.
  • Flexible Images: Opt for images that resize within their container to avoid breaking the layout.
  • Minimalism: Keep it simple. More isn’t always better. Aim for clarity and ease of use.
  • Accessibility: Design with all users in mind, so everyone can navigate your website effectively.

The Role of Accessibility in Web Design

Accessibility should be a top priority in web design. This means making your website navigable and understandable for all people, regardless of disabilities or browser technology. Here are some key tips:

  • Contrast and Color: Ensure there is sufficient contrast between text and background colors. Avoid using color as the only means of conveying information.
  • Typography: Use clear and legible fonts and ensure that text spacing supports readability.
  • Navigable Elements: Make sure links, buttons, and other interactive elements are easily identifiable and usable.
  • Clear Navigation: Use consistent, intuitive navigation options across your website to prevent user confusion.

Typography: The Backbone of Readability

Good typography is essential for keeping visitors on your page longer. It not only improves readability but also influences how users perceive your site. Here’s how you can master it:

  • Hierarchy and Spacing: Use varied text sizes and spacing to establish a clear hierarchy, making your content easy to scan.
  • Consistent Style: Keep your text style consistent across the site for a cohesive look.
  • Responsive Text: Ensure your text looks great on any device by adjusting typefaces and alignment based on screen size.

Consider the Context in Color Choice

Colors aren’t just a part of the design; they communicate and influence. When you’re picking a palette for your website, it’s crucial to consider both the cultural context and the psychological effects colors might have on your audience.

  • Cultural Significance: Colors like red can have different meanings in different cultures. Research and adapt your color choices accordingly.
  • Color Psychology: Use colors to evoke the right emotions and actions from your audience.

Cultural Significance:

Colors carry deep cultural meanings that can vary dramatically from one culture to another. For instance, while red is associated with danger and stopping in many Western cultures, it symbolizes luck and prosperity in many Eastern cultures. This cultural diversity means that a color that works well for an audience in one region might not resonate—or could even have negative connotations—in another. As you aim to expand globally, it’s vital to tailor your color choices to align with the cultural norms and values of your target demographic. Doing a bit of research on color perception in different regions can prevent potential missteps and optimize your site’s appeal across diverse audiences.

Color Psychology:

The psychology behind color is powerful, influencing how people perceive your brand and react emotionally. Different colors can evoke different feelings and actions:

  • Blue: Often used in business and technology, it evokes trust, security, and professionalism.
  • Green: Associated with health, tranquility, and nature, perfect for wellness brands or environmental initiatives.
  • Yellow: Captures attention and evokes feelings of happiness and energy, great for CTAs or promotions.
  • Purple: Conveys luxury, creativity, and wisdom, suitable for innovative or upscale brands.

When selecting colors, think about what emotions you want to evoke in your visitors. Are you looking to energize them, make them feel secure, or inspire creativity? Your color choices should reflect the emotional impact you aim to have. This approach goes beyond aesthetic appeal, directly affecting user engagement and conversion rates.

By considering both the cultural implications and the psychological effects of your color choices, you can create a website that not only looks good but also resonates well with the specific tastes and sensibilities of your target audience. This strategic use of color enhances user experience and reinforces your brand messaging, making your site a powerful tool in your marketing arsenal.

Conclusion

Effective web design is more than aesthetics—it’s about ensuring your site is accessible, responsive, and engaging. At House of Brands Media, we use tools like Figma for design mockups and WordPress or Shopify for development, ensuring your site not only looks good but works well too. Ready to make your website a smashing success? Let’s get started on designing a site that’s as functional as it is visually appealing!

25 Jan
Uncategorized, Display Advertising

Essential Strategies for Optimizing Your Display Ad Campaign

Identify your Target Audience

Identifying your target audience is key to effective display advertising. To do this, you’ll need to determine who your ideal customers are and what brands they frequently interact with. You can use Google Analytics or a similar platform to measure the effectiveness of different types of audiences and gain insights into their surfing habits and interests. With this knowledge, you can create more detailed buyer personas that profile potential customers and refine your targeting methods accordingly.

Once you’ve identified your target audience, compile information on the types of products and services they are interested in. This can help you to tailor your ad messaging to the demographics and interests of the best customers for your business. Additionally, tracking user behavior on your website can help you determine which display ads generate the most engagement and optimize them accordingly. With this type of data analysis, you can continue refining your customer segmentation and targeting strategies to deliver more effective ads.

Craft Well-Designed Display Ads

Design is just as important in display ads as it is in any other form of advertising, so be sure to craft creative and well-thought-out ads that will stand out from the competition. Choose eye-catching visuals and make sure the font and layout work together to create an inviting presence for viewers. You should also make sure to only use high-quality images that pair well with your message, as well as short, concise text that gets straight to the point.

Once you’ve created the perfect display ad, make sure to test it out and track its performance. Adjust elements as necessary to increase engagement and learn which components capture the most attention. Additionally, if you want to really stand out from the competition, consider using interactive media like video or animation to draw in the user and keep their interest piqued. By taking these steps and staying abreast of the latest trends and strategies in display ads, your campaigns can become more successful with each round of testing.

Leverage Automated A/B Testing as Your Campaign Progresses

A/B testing is a great way to gauge what’s working and what isn’t in your display ad campaigns. Automated A/B testing can greatly reduce the effort required to optimize your display campaigns, allowing you to quickly learn which variations of your ads result in the most conversions. By running continuous tests, you’ll be able to pinpoint which elements are most effective, enabling you to make adjustments and improve upon them over time.

Automated A/B testing is a process in which display ads are split into multiple versions and hypothetically, different elements of the ad can be identified as having an effect on the user’s response. A/B testing will help you determine whether certain changes in copy, visuals or even where your ad is placed result in better conversion rates. By constantly testing various aspects of your ad, you’ll be able to move towards accurate optimizations that will drive more conversions over time. As different ads go up against each other, there’s valuable insight to be gained, allowing you to constantly refine your campaigns and create effective campaigns that get noticed.

Monitor Performance Metrics to Analyze and Improve Your Campaigns

Regularly monitoring and analyzing performance metrics, such as click-through rate (CTR) and cost per acquisition, is an essential part of optimizing your display ad campaigns. By making note of which elements are driving the most clicks and conversions you can quickly identify what needs to be improved upon or discontinued. Additionally, tracking performance over time will help you determine how effective your optimizations are when compared to the original baseline results.

To start, decide which metrics are most important for your campaign goals. Cost per conversion and return on ad spend (ROAS) are key measures of ROI and will help you identify when changes to your campaigns need to be made. Additionally, pay attention to other metrics that can provide valuable insights beyond the bottom line. CTR, impressions received, cost-per-click, time on site and conversions will give you a better understanding of how users interact with your ads. Finally, set up automated reports so that you don’t have to manually check performance regularly yourself. This will save you time while still giving you a broad look at how your display ad campaigns are doing and areas where improvements may be necessary.

Optimize Your Bidding Strategies

You can optimize your bidding strategies to maximize reach, visibility, and clicks. Start by monitoring the cost of each click on display ads and adjusting your bids accordingly. Consider lowering bids on placements that have resulted in low CTRs while increasing bids on placements that perform well and generate strong returns. Additionally, use automated bid tips to ensure maximum conversion rates at an optimum cost per impression.

House Of Brands Media

House of Brands Media offers fast and effective advertising solutions, creating eye-catching ads and messages that will capture the attention of potential customers and motivate them to take action. With our unique approach to digital media, our experienced creatives ensure that every ad campaign developed is tailored specifically to your brand’s needs.